Unterföhring, November 2nd, 2017.
- SevenOne Media overlays own advertising with spots from partners Johnson & Johnson and MediaMarkt
- Incremental reach via retargeting
- HbbTV 1.5 allows TV spot targeting with high reach
For the first time, ProSiebenSat.1 has overlaid live TV spots with digital Addressable TV spots: In an initial test, spots from the two advertisers Johnson & Johnson and MediaMarkt were dynamically laid over the commercial breaks on ProSieben MAXX. The technical basis for the innovation is the widespread smart TV standard HbbTV 1.5, so advertising customers can benefit from high reach. In total, SevenOne Media, the group’s marketer, reaches around 11.5 million TV sets via Addressable TV.
For the targeted adjustment of Addressable TV spots, SevenOne Media used conventional TV spots as a basis for retargeting: A cookie in the TV set registered whether the spot had already been shown on the TV. If not, it was dynamically integrated into the Addressable TV commercial break – in place of ProSiebenSat.1’s own advertising. The customers Johnson & Johnson and MediaMarkt were therefore able to generate additional, incremental reach for their conventional TV campaigns and increase visibility accordingly. Universal McCann acted as agent for the campaigns.
Thomas Wagner, Managing Director of SevenOne Media:
“Targeting via TV is a big deal for the advertising market, and demand for Addressable TV campaigns is growing continuously. The targeted broadcast of spots lifts Addressable TV to a new stage of evolution. The first test on the basis of the high reach of HbbTV 1.5 once again documents our innovation leadership in this area.”
Thomas Hesse, Head of Brand Marketing MediaMarkt Deutschland:
“For MediaMarkt, we use TV’s high reach to communicate our limited-time promotions as widely as possible. The new ATV technology approach gives us – now also in linear TV – valuable, incremental additional contacts, similar to online video planning.”
Andreas Rommel, Managing Partner at Universal McCann:
“At a time when consumer habits are changing rapidly and target groups are harder to reach, new technologies are very important to us. This innovation, for example, gives us the opportunity to targetedly build incremental reach in TV.”
SevenOne Media’s Addressable TV offerings also allow advertising customers to appeal to viewers via targeting on the basis of the high reach of TV. For example, adjustments can be made according to AGF data, geotargeting (e.g. weather targeting) and TV retargeting.